Beyond Burger arrives in Alibaba’s grocery stores in China – ProWellTech
Beyond the meat it is starting to hit supermarket shelves in China after it first entered the country in April by providing Starbucks’ plant-based menu. In a few weeks, he had also cashed in some KFC, Taco Bell and Pizza Hut outlets, all under the Yum China empire.
China, the world’s largest meat market, has seen a growing demand for vegetable protein. Euromonitor predicted that the country’s “meat-free” market, including plant-based meat substitutes, would be worth nearly $ 12 billion by 2023, compared to just under $ 10 billion in 2018.
The food giant listed in Nasdaq is now bringing its signature Beyond Burgers to Freshippo (“Hema” in Chinese), the Alibaba supermarket chain with a 30-minute delivery service that has spiked a spike in orders during the pandemic while the people avoided shopping in person.
The bond will potentially promote pet-free burgers to customers at the over 200 Freshippo stores in Chinese tier 1 and 2 cities. They will initially be available in 50 stores in Shanghai and will arrive in multiple locations in September.
“We know that retail will be a key part of our success in China and we are delighted to mark this milestone within a few months of entering the market,” Ethan Brown, founder and CEO of Beyond Meat, said in a statement.
Plant-based meat has a long history in China, serving the country’s Buddhist communities before the diet emerged as a broader urban lifestyle in recent times. Among health concerns, the Chinese government has told citizens to cut back on meat consumption in 2016. Urban class denizens are also embracing fake meat products as they respond to climate change.
“Regardless of international or local brands, Chinese consumers are seeing only the first generation of plant-based offerings. Purchases today are mostly limited to forward-looking experimenters, “Matilda Ho, founder and general manager of Bits x Bites, a venture capital firm targeting the Chinese food industry, told ProWellTech.” The good news is that consumption per capita Chinese vegetable protein is among the highest in the world. “
“In order for these offerings to adapt to mass consumers or to attract repeated purchases by first-time users, there are huge opportunities to improve the mouthfeel, the flavor and the way these products adapt to the Chinese palate. To appeal to flexitarians or health-conscious vegetarians, there is also plenty of room to improve the nutritional profile compared to conventional tofu or Buddhist mimic meat, “added Ho.
The fake meat market is already full of competition. Domestic incumbent Qishan Foods has existed since 1993. OmniPork and Alpha Foods from Hong Kong quickly caught the new appetite across borders. Rising startup Zhenmeat is actively seeking funding and promoting his understanding of “Chinese taste”.
Meanwhile, Beyond Meat’s rival at Impossible Foods home it may have difficulty breaking the market, as its genetically modified soybean ingredient could cause concerns among health-conscious Chinese people.